McDonald’s Canada and Cossette have launched “Friends Wanted”, a 360° campaign that leverages the insight that youth are more likely to apply for jobs if it means working with friends. Interested friends are encouraged to apply together, get hired together and work together.

“One of the key benefits of working at a McDonald’s restaurant is the camaraderie among crew members,” says Antoinette Benoit, Chief Marketing Officer, McDonald’s Canada. “With this campaign, we are celebrating the spirit of friendship while continuing to build on and express our ongoing belief in Canadian youth.”

The campaign aims to differentiate McDonald’s in a crowded youth employment market, drive applications and boost McDonald’s reputation for being a fun, accessible place to work.

Following the March 27th Snapplications one-day virtual hiring activation, “Friends Wanted” is a continuing strategy for McDonald's to engage with young workers as a modern and progressive employer. The ‘Friends Wanted’ campaign is a recruitment first in that it includes an online application form that allows potential staff to apply with a friend. Additional assets that will be piloted as part of the program are an updated Owner-Operator hiring toolkit including digital and print ads, tray liners and crew stickers.

“It's a simple, but powerful shift that has the potential to not just double the number of potential applications, but makes the idea of working with friends real,” says Jordan Hamer, Associate Creative Director at Cossette. “McDonald’s has always been a big employer of youth and this strategy is a direct response to how today’s young workers want to engage with employers.”

About CossetteCossette is a fully integrated brand experience agency. It’s a community of 700 creative humans who help people and brands connect in meaningful ways.

Cossette was named Agency of the Year in Canada in 2016, 2017 and 2018. It currently has offices in Halifax, Québec City, Montréal, Toronto and Vancouver, and has been making strides to become a major player in the global advertising community. To learn more, please visit cossette.com.

About McDonald’s CanadaIn 1967, Canadians welcomed the first McDonald's® restaurant to Richmond, British Columbia. Today, McDonald's Restaurants of Canada Limited has become part of the Canadian fabric, serving close to three million guests every day. Together with our franchisees, we proudly employ nearly 100,000 people from coast-to-coast and approximately 90 percent of McDonald's 1,400 Canadian restaurants are locally owned and operated by independent entrepreneurs. Of the almost $1 billion we spend on food, beverages and packaging, more than 85 per cent is purchased from over 100 suppliers in Canada.

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No Frills has done it again with the release of Hauler: Aisles of Glory™, a retro 8-bit 2D animation video game. A web-based game played in-browser on mobile, tablet and desktop, Hauler: Aisles of Glory is a key part of the new No Frills marketing campaign that launched on May 6th. Available in Canada, No Frills wants Canadians to get their virtual shopping carts ready for the ultimate Hauler™ experience and the opportunity to earn PC Optimum points in real life.

“Every major sport has a video game franchise, so why should hauling be any different?” says Uwe Stueckmann, SVP Marketing, Loblaw Companies. “Much like the best athletes, the best haulers aren’t born - they’re made through mental and physical preparedness. We wanted to demonstrate to the world what goes into an epic haul. After all, No Frills is the best place to purchase fresh quality groceries at a low price, and saving money isn’t celebrated enough.”

Based off the in-store shopping experience, Haulers will train for their next shopping trip by running through an 8-bit animated No Frills, collecting points for hauling groceries and avoiding unnecessary frills and obstacles not commonly found at grocery stores like diamonds, limousines, and expensive speed boats. The Hauler will dash seamlessly between the different sections of the store through produce, packaged goods, bakery, meat and even outside through the parking lot.

After the virtual haul is complete and gameplay ends, players can enter their PC Optimum card number to claim their daily reward of 500 PC Optimum points. The game will reward players until they have awarded 50,000,000 PC Optimum points cumulatively to Canadians.

To play the game, please click here to haul like you never have before.

In addition to the video game, the new No Frills Hauler campaign includes a new commercial, community events at local stores as well as new items on haulershop.com, which is slated to rollout in June.

About Loblaw Companies LimitedLoblaw Companies Limited is the nation’s largest retailer, providing Canadians with grocery, pharmacy, health and beauty, apparel, general merchandise, financial services, and wireless mobile products and services. Loblaw’s purpose – Live Life Well® – promotes the needs and wellbeing of Canadians, who make one billion transactions annually in the company’s stores. With more than 2,400 corporate, franchised and associate-owned locations, Loblaw, its franchisees, and associate-owners employ almost 200,000 full- and part-time employees, making it one of Canada's largest private sector employers.